According to eMarketing, in 2014, email marketing won as the most effective tool of digital marketing for customer retention. In a 2016 edition, respondents indicated that they see this trend continuing for at least the next five years, with 74% seeing it as one of the highest ROIs available. Suffice it to say that practically everyone in the B2B and B2C arenas understand how important email marketing is as an effective inbound strategy. Knowing it is one thing; doing it is another thing entirely. While larger organizations may have the manpower to design and orchestrate brilliant content marketing strategies, smaller and solo businesses rarely have that luxury.
The good news is that there’s absolutely no reason for you to have to reinvent the wheel. Smart organizations are successfully repurposing content they’ve already created once and tweaking and personalizing it into effective email marketing messages. Inbound marketing – eNewsletters, autoresponder message series, blogging, etc. can all work hand-in-hand to make content creation a virtual breeze.
Around here, we’re big on embracing the KISS principle. If you want an effective solution, make it simple, easy to implement. The more complicated something is, the more likely something is to go wrong. Here are some of the easiest ways you can adopt and adapt blog posts for email marketing newsletters, making them even more effective as relationship-building touch-points that over tie establish you as an expert they can trust. This is the key to inbound marketing.
- Make some minor adaptations so that people who are already reading your blog will find something fresh in the newsletter edition.
- Employ personalization tactics in the subject line and throughout the body of the eNewsletter. The simple merge function can work wonders on conversion rates.
- Invest in great images, photos, and graphics. HubSpot has indicated that email recipients prefer photo- versus text-heavy messages.
- Go through and read the blog post for highlights, quotes, statistics and other blurbs that you can use to draft Twitter, Facebook, and other social media messages.
- Do the same thing, but pair those messages with the images you’ve invested in to create memes and graphics for places like Instagram and other image-based social media platforms.
- Find other articles and sites that complement your message and include links and excerpts from them that are worth sharing.
- Research relevant sponsors, advertisers or affiliate marketing opportunities that can further amp up your potential ROI.
- Really running short on time? Consider finding guest bloggers and writers who would like to share their content with your already established audience.
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